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CINCINNATI--(BUSINESS WIRE)--Procter and Gamble’s Gain detergent is delivering a whole new level of
joy to the laundry room experience with new Gain flings!. Consumers will
now be able to get more of the fresh scent they love and crave in a
single-use laundry pac. Gain flings! not only deliver better cleaning
versus Gain liquid detergent with added OxiBoost and malodor removal
power of Febreze, but provide consumers with the ultimate Gain scent
experience yet. In fact, a Gain commissioned study proved that the scent
of Gain flings! can give you more joy than listening to your favorite
music. Gain will launch the product on music’s biggest night, during the
56th Annual Grammy Awards®.

Scent and Music Collide

For years, Gain fans have long celebrated the feeling that the signature
scent of Gain Original brings to their everyday lives, but have not
easily been able to describe it. To better understand this feeling, Gain
partnered with scent expert Dr. Alan Hirsch and Innerscope Research to
conduct a groundbreaking study proving the link between its scents and
music. Gain loyalists, or “Gainiacs”, were enlisted for the research to
see how their feelings for Gain flings! scent experiences measure up to
one of their favorite pastimes, listening to their favorite music.

“I have been a loyal Gain user for years, so when they approached me
about conducting this study, I was excited to be a part of it,” said Dr.
Hirsch. “As part of my work, I have done extensive research on the sense
of smell and the effects of aromas on behavior and mood, but we had
never looked into a connection between a person’s emotional responses to
music in comparison to a specific scent profile –like the Original and
Moonlight Breeze scents of the new Gain flings!. The reactions we saw to
the scents were amazing – we can truly say that the scent of Gain really
is music to your nose!”

The study proved that the scent of Gain flings! give you more joy than
listening to your favorite music. In addition, it was found that the
scent of Gain flings! make listening to your favorite music more
enjoyable.

Introducing the Best Gain Ever

In addition to being scientifically proven to be music to your nose,
Gain flings! are the best Gain detergent product to be introduced to the
market. They provide a 3-in-1 benefit of Gain Detergent + OxiBoost +
malodor removal of Febreze. The new laundry pacs will deliver 2X more
cleaning ingredients and 50% more scent vs Gain liquid detergent all in
a convenient pre-measured form. The introduction of Gain flings! comes
after two years of anticipation from loyal Gain fans, 2500 of whom were
exclusively sampled with flings! last month. Ninety-seven percent of
those sampled said they would purchase Gain flings! in the future.

“We are continually inspired by the passion of our Gain fans – or
Gainiacs as we like to call them,” said Diana Banuelos, P&G Brand
Manager for Gain. “In introducing new Gain flings!, we wanted to make
sure that we were providing them with not only an enhanced scent
experience but also a powerful clean - truly the best Gain ever. We are
thrilled with the response we’ve had so far and look forward to
introducing Gain flings! to an even bigger audience on Grammy Weekend
with our Music to Your Nose/ Música Para Tu Nariz campaign.”

To bring to life the Music to Your Nose/Música Para Tu Nariz
campaign, the brand will introduce Gain flings! in conjunction with the
56th Annual Grammy Awards® on Sunday, January 26, 2014 with
the launch of the Gain flings! TV commercial and a social media launch
party with a roster of celebrity Gainiacs including the Braxton sisters,
and key Latina influential bloggers. Fans will be invited to join in the
conversation by following @GainLatino on Twitter and using #Música Para
Tu Nariz.

Beginning on January 27, 2014, new Gain flings! will be sold at
retailers nationwide and in 57, 66, 72, 77 and 90-ct tubs as well as 14,
16, 31 and 35-ct bags. Gain flings! will be available in the Gain
signature Original Scent and Moonlight Breeze, a brand new scent being
added to the Gain laundry portfolio.

The suggested retail price ranges from $4.49 for 14-count bag to $21.49
for a 90-count tub. Please visit www.yoamogain.com/flings
for more information about new Gain flings!

Gain detergent is currently available at drug, grocery and mass stores.
With detergents and fabric softeners, dryer sheets, dish washing
liquids, scent boosters, dryer bars and more, Gain will fill every room
in your home with scents that are music to your nose. For more Gain
laundry fun visit yoamoagain.com,
http://www.youtube.com/Gain
or follow Gain Laundry on Facebook
and Twitter.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its
brands. The Company has one of the strongest portfolios of trusted,
quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®,
Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®,
Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®,
Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®,
Wella®, and Whisper®. The P&G community includes operations in
approximately 70 countries worldwide. Please visit http://www.pg.com
for the latest news and in-depth information about P&G and its brands.

About Dr. Alan Hirsch

Dr. Alan Hirsch, M.D., F.A.C.P., a Board Certified Neurologist and
Psychiatrist, specializes in the field of smell. Dr. Hirsch conducts in
depth studies of the chemosensory system and its relation to all aspects
of life. Some examples include studies observing the effects of aromas
on behavior, emotions, mood, and interactions between individuals.